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On the show today, we have Zach Messler, messaging consultant and educator.
Before moving into being a consultant, Zach was heading product marketing at Appian. Zach’s been doing product marketing and messaging for over 20 years.
Here are 6 key takeaways from my time with Zach:
Message Clarity is about being perfectly understood, both ways. It's more than just being clear; it's about resonating with your audience on a deeper level and demonstrating that you truly understand their needs and perspective. Zach emphasizes that true message clarity creates that "aha" moment for the listener, where they feel seen and understood, making them more receptive to your message.
Flip the Message: Make your audience the hero. This recurring theme emphasizes the importance of shifting the focus from your product to your audience and their desired outcomes. Instead of leading with product features, prioritize the benefits and value your audience will experience by using your product. This approach makes your messaging more engaging, relatable, and persuasive.
Find the "Essence" by asking three core questions: What is it? What does it do? Why does it matter? This three-question framework helps you distill complex concepts into their most essential elements. By consistently applying this approach, you can craft concise, impactful messages that resonate with your audience and avoid getting lost in technical details or jargon.
Conciseness doesn't mean sacrificing completeness. Leave room for discovery. While it's important to be clear and concise, don't feel the need to cram every detail into your initial message. You can pique your audience's interest and encourage further engagement by leaving some elements to be discovered. This approach also allows for a more natural progression in the conversation or buying journey.
Be aware of bias and be willing to test your assumptions. Everyone has biases that can influence messaging. Recognize your own biases and be open to feedback, especially from your target audience. Use testing methods like A/B testing, landing pages with targeted ads, sales conversations, platforms like Wynter, or even trade shows to gather real-world data and validate your messaging choices.
Product marketing takes guts. Do the right thing and don't be afraid of the outcome. Zach highlights the importance of courage and conviction in product marketing. Be willing to push back against internal pressures or biases, advocate for messaging that resonates with your audience, and be open to taking risks. Embrace the discomfort that comes with challenging conventional wisdom and pursuing what you believe is right for your product and your audience.
Notable quotes:
"So, I came up with three big rock questions and these are still at the foundation at the core of everything that I do with messaging. It is not traditional at all...So, this is how I do it... What is it? What does it do? Why does it matter?"
"You never want to dumb down a message. You want to lift it up, right? ... If you lift it up, things can fit underneath it."
"Positioning is how we want to show up in the minds of our buyers. How do you want to show up? What do you want to be known for?...Messaging is what you say...Copy is how you say it."
"Message clarity is so much more than people think…It's the difference between being understood and being perfectly understood...It's you as my prospect, you perfectly understand me, but through my message, I am showing you that I perfectly understand you.”
"Flip the message. Make it about your audience, not your product...The audience is always the hero of the story."
Here’s what’s covered in our episode:
01:17 The Evolution of Messaging in Product Marketing
18:28 Understanding Audience Resonance and Feedback
23:04 Distinguishing Between Messaging and Copy
29:38 The Simplicity of Messaging
30:56 Understanding Message Clarity
32:06 Conciseness vs. Completeness in Messaging
35:36 Awareness of Bias in Messaging
38:57 The Key to Effective Product Marketing
48:46 Flipping the Message for Audience Engagement
50:07 Living with Purpose and Love
Where to find Zach:
Website: https://zachmessler.com/
Where to find Josh:
Newsletter: https://onmessaging.substack.com/
Referenced:
We're Not Marketers: https://www.notmarketers.com/
Gomocha: https://www.gomocha.com/
Wynter: https://wynter.com/
The 4-Hour Workweek by Timothy Ferriss: https://fourhourworkweek.com/
Message Clarity Workshop: https://zachmessler.com/message-clarity-intensive/
Zach Messler: https://zachmessler.com/
Created by Josh Chronister
I interview the best B2B product marketers and tech companies who create messaging that resonates with their buyers. Come learn from them, so you can hit ‘Publish’ with confidence.
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